What does this coffee industry collaboration mean for buyers?
Manner has partnered with Wedgwood, the British bone china brand with more than two hundred years of history, on a co-branded mug. The news set off social media debate, with some consumers eager to drink from fine bone china and others asking how many cups they would need to buy to earn the mug.
Past Manner merchandise has mostly required purchasing limited-edition drink sets, a rule many customers found frustrating. Its earlier Jo Malone event drew crowds and crashed the mini-program. Whether the Wedgwood tie-up changes that redemption model is now the central question for the coffee industry.
Manner is collaborating again, and this time the partner is no small name—the British porcelain brand Wedgwood, with over two hundred years of history. As soon as the news broke, social media immediately exploded. Some people are looking forward to the image of drinking coffee from exquisite bone china cups, while others are starting to worry: how many cups of coffee will they have to drink to get this cup? Looking back at Manner's past collaborations, most of the merchandise required purchasing limited-edition drink sets to obtain, which made many consumers feel troubled. Whether this collaboration with Wedgwood can change the rules has become the issue everyone cares about most.
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In the coffee industry's collaboration race, Luckin is undoubtedly the well-deserved "king of collaborations," coming up with new tricks almost every few days. But when it comes to who is best at joining hands with big brands, Manner definitely deserves a mention. Last year, Manner teamed up with Jo Malone for an event, and the perfume gift bags as giveaways were snatched up on the day they launched. The mini-program directly crashed, delivery orders went unaccepted, and the long lines outside Manner stores in the cold wind were all enough to show how explosive that collaboration was.
In addition, Manner has also cooperated with well-known brands such as the LV limited-time bookstore and Winona. Compared with the "collaboration maniac" Luckin, Manner's collaboration activities follow a "few but refined" route, and every move successfully ignites consumers' desire to buy.
Sure enough, recently Manner stirred up many netizens' curiosity about a new collaboration with just one product poster. Sharp-eyed netizens started with the vase in the poster and speculated that Manner's collaboration target this time might be the well-known British porcelain brand Wedgwood. And in the past two days, the material information revealed by Manner employees on social platforms added solid evidence to netizens' guesses.
It is understood that Wedgwood has a brand history of more than two hundred years and can be called a luxury among British porcelain. Its classical and exquisite design style and delicate porcelain are deeply loved by consumers around the world. As soon as the news of this collaboration between Manner and Wedgwood came out, Manner's fans could not hold back their anticipation. Some netizens have already begun imagining themselves holding a Wedgwood mug and drinking Manner coffee, saying outright that this should be the collaboration Manner has chosen that best fits its own products.
But before the event officially begins, netizens have already started worrying about how to get the Wedgwood mug. After all, this is a luxury among porcelain, and judging from the materials revealed by Manner employees and the prices on shopping platforms, this classic Wedgwood mug is not cheap.
Thinking of the "IKEA-style" mug given away a while ago with the purchase of two Manner coffees, netizens immediately became anxious: if they want to get a Wedgwood mug, how many cups of coffee will they have to drink? "A cup costing several hundred—how much coffee do I have to buy for it to be free?" "This will make me drink for a month before they give it away." "If it's really this cup, won't I have to buy 20 cups of coffee?" "I still want to know, for a collaboration with this brand, do I have to buy a hundred cups before they give away one bone china cup?"
In addition, many netizens hope that the way to obtain collaboration merchandise can change somewhat. Looking back at Manner's previous collaborations, collaboration merchandise generally required purchasing a certain number of limited-edition drink sets, and for consumers who have no coffee buddy but really want the merchandise, two drinks are truly hard to finish in one go.
If the limited-edition drink happens not to suit one's taste, it may cause waste. Previously, some netizens directly poured out both cups of coffee in the set in order to get a Manner mug. Therefore, many netizens hope that this time the mug from the Manner and Wedgwood collaboration can change the rules, such as selling it separately or allowing add-on purchases, and stop making things difficult for consumers who "can't drink two cups of coffee."
Image source: Xiaohongshu
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The above content is compiled by CoffeeHunters, a coffee news website.
